Chicago Bears
With a history that reaches far back to the NFL’s inception, the Bears have had no problem selling out games each season. But with the recent backlash football was facing concerning player safety, the team was looking to update their image and welcome casual fans into the fold.
We soon realized that if there were anything just as unique as the Bears, it's Chicago itself. From pizza to street parking, the town has its own style for everything, including fandom. So we decided to showcase real fans throughout the city and the real way they celebrate the Bears – something we called, “Chicago Style Football.”
The anthem spot was shot locally with a Chicago production company featuring real Chicago Bears fans and a custom-made track by a local Chicago band.
For social, we imagined a Chicago Style Snapchat filter and digital meme generator that let fans create one-of-a-kind posters.
Out of home boards featured actual fans showing how they support their team and were placed in the neighborhoods they live.
